Brands
Meesho unveils new brand identity to reflect aspiration & inclusivity
Mumbai: Meesho, India’s only true e-commerce marketplace, has revealed a new brand identity to reinforce how the e-commerce platform helps every Indian derive absolute joy by making a value-first purchase decision. The company aims to strengthen its positioning as a one-stop horizontal platform that meets the everyday needs of millions of Indian shoppers. The brand revamp also aims to showcase the e-commerce platform’s inclusivity with a vast collection of value-first products, and how it’s helping consumers across income segments, geographies, languages, genders, and age groups realize their shopping aspirations.
The new colour palette features hues of ‘Jamuni’ and ‘Aam’, which encapsulate the vibrancy and grandeur of India’s diversity. According to colour theory, Jamuni has an association with aspiration while Aam is seen as inviting and welcoming. The refreshed colour palette aims to evoke personality traits of confidence and approachability among Meesho consumers and sellers. However, the logo retains Meesho’s iconic ‘M’, albeit in a more colorful and interconnected avatar – which has been strongly associated with the brand since its inception in 2015.
As part of this initiative, Meesho has leveraged auditory touch points to build an emotional connect with users. Built on the premise of ‘all good things arrive with a ting tong’, the company’s sonic identity beautifully captures the anticipation and excitement that one experiences while expecting the delivery of an online order. Meesho’s peppy signature track plays during all legs of the customer journey, from clicking on the e-commerce application to receiving a push notification to placing an order. The sonic identity will also be launched in eight languages (Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam and Odia) for a more authentic experience.
“We are thrilled to introduce our revamped brand identity, which symbolizes our transformation into a genuinely inclusive and egalitarian e-commerce platform. The new colour palette and sonic identity will add a powerful new dimension to our brand identity, a critical component of how people recognise Meesho today and in the future. We believe there is enormous opportunity for mass adoption of e-commerce in India, and the next wave of growth will come from making it pertinent for all shoppers. With this brand revamp, Meesho will progress further on its journey to become the go-to e-commerce platform for the next billion consumers in India.,” said Meesho Founder & CEO Vidit Aatrey.
“With e-commerce steadfastly gaining traction across geographies and socioeconomic backgrounds, Meesho continues to boost access and affordability for the country’s heterogenous customer base. Every design decision was evaluated from a consumer lens to arrive at a refreshed brand identity that signals the joy that consumers experience when interacting with the brand. We explored a wide range of possibilities before finally arriving at the chosen solution, which captures the brand’s ethos of inclusivity and aspiration. We believe Meesho’s brand experience is set to evolve in a myriad new and exciting ways. It was an absolute delight for Landor & Fitch to partner with the Meesho team on this brand transformation.” added Landor & Fitch managing director Lulu Raghavan.
Over the last eight years, Meesho has built a simple and easy-to-use e-commerce platform that’s helped millions of users and sellers come online. In 2023, as the marketplace continues to scale, this brand refresh will help the company retain its current identity while more accurately reflecting its current growth and scale.
With 140 million annual transacting users, 1.1 million sellers and ~100 million active product listings across 30 categories, Meesho aims to fuel discoverability of a wide assortment of products for both urban and Bharat consumers.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
